Naming and Branding
Objectives
To successfully enter the Chinese market, the brands Birko, Papillio and Betulla required suitable Chinese brand names with
- positive connotations for the Chinese consumers,
- suitable phonetics similar to the original brands, and
- emphasis on the right brand values.
Processes
MFC’s 5 Step Process, including the following activities:
- Comprehensive market research
- Interviews with influencers
- Brainstorming sessions with target group representatives and language experts
- Language suitability tests for Mandarin, Shanghainese, Cantonese
- Chinese logo and names creation
- Full registration support
Results
Chineses brand names“博康(Bókāng)“ for Birko, „派蝶(Pàidié)“ for Papillio, and „百途乐(Bǎitúlè)“ for Betula were successfully registered and quickly established in the Chinese market.
